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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Similarity to the Ad Creator

The extent to which a person, such as a viewer or consumer, believes that he/she is similar to the person who created a particular ad is measured using three, seven-point items.